The global organization is looking to change their visual approach. An interview with Thomas Coombes and
Simon Pates on their ideas. As a sidebar we interviewed Marina Willer of Pentagram to explain her 2008 re-branding of the international justice movement

Thomas Coombes: Basically, the two big moments that forced us to reevaluate how we communicate was the refugee issue in Europe and the election of Donald Trump. I saw that our goal was raising awareness. I think what’s happened with the Amnesty brand and in the organization is what’s happened with the human rights movement in the post–Cold War era. We were very much focused on implementation of the law rather than focusing on shifting the attitudes that support those laws. There’s actually a quote from Peter Benenson. He created Amnesty. He said, “Governments are only prepared to follow where public opinion leads,” but we actually moved away from that and were focused very much on naming and shaming.

Read more in BRANDED PROTEST the book.

About Thomas Coombes

Thomas Coombes is the founder of hope-based comms. He is a human rights strategist and communications expert, formerly Head of Brand and Deputy Communications Director at Amnesty International.
As global communications strategist he aims to make a difference by changing minds and helping NGOs keep pace with business and government PR operations. He has developed an approach called Hope-Based Communications to help the human rights movement develop new narratives for social change.
Before Amnesty International, Thomas spent a decade working in communications for international organizations including the anti-corruption NGO Transparency International, the European Commission and PR firm Hill & Knowlton.
About Simon Pates

Simon Pates is a creative director and formerly Head of Design and UX at Amnesty International.
now available online and at your local book store.
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